In the days following, the creator behind the Pretty.Period project, a movement that celebrates the beauty in all Black women, started the hashtag #PrettyLipsPeriod to put an end to the lingering negative sentiments and empower women to feel both comfortable and confident in their own lips, no matter the shape or size. "Let's show our love and support not only for Aamito and Maryse [the model who originally was thought to be in the photo], but for ALL OF US! EVERYBODY IS GETTING KISSES! CALLING ALL LIPS!!" the caption read, giving the following directions: "1. Take a selfie of yourself wearing a stunning shade of lipstick. (The photo should be of your lips only) 2. Post it to Instagram and/or Twitter using the hashtag #PrettyLipsPeriod 3. Please tag @prettyperiod365 @officiallipgame @maccosmetics Lip Love for our sistas! Let's Go!"

Soon after, Lagum took to Instagram to blast out the hashtag herself, encouraging others to take pictures of their lips. Supporters immediately started using the #PrettyLipsPeriod hashtag, with more than 2,600 hashtagged photos already posted to Instagram. "I saw I could be an activist for young women of color or any woman out there who feels like she looks different," Lagum told The New York Times while en route to Milan to continue her fashion month rounds.

MAC too proudly showed its support for Aamito the day after #PrettyLipsPeriod surfaced by posting another Instagram that stated, "MAC stands for and respects All Ages, All Races, All Sexes. We celebrate the beauty of individuality, and the confidence to be who we are." Amen to that.